“We felt compelled to raise awareness about this issue to help make our communities safer. MDMA pills don’t come with a list of ingredients and since they can be cut with anything from LSD to caffeine, users can never be certain of what they are getting.”

The video is running online and is supported with preroll, newspaper and transit shelter ads as well as out-of-home advertising and hashtagged (#CookinWithMolly) social media outreach. The creative points consumers to www.cookinwithmolly.com, a Tumblr which currently houses just the video but is expected to be beefed up with additional content and shareable assets soon.

“These party-type drugs have been a growing concern, and Toronto Crime Stoppers wanted to tackle this head on without being heavy-handed, so the cooking show format is intended to be tongue-in-cheek. At the same time, this creative still allows us to educate people on the harmful, hidden ingredients found in MDMA which was our key objective.”

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